Louis Vuitton – A report on new fragrance launch

Thèmes abordés

Lancement, parfum, Louis Vuitton, étude, marketing, street marketing

Résumé du document

The revenue of the division Perfumes and cosmetics was 1.441 million euro in mid 2010. As we can see between 2008 and 2009, the revenue went down owing to the economic crisis, but since the end of 2009, revenues have registered an upward trend. This growth is due in particular to the new products which had a lot of success: Christian Dior (Fahrenheit 32, Midnight poison, Capture) and Guerlain (L'instant magic and Parure).

According to the Colbert, luxury depends on six main features: Inevitably international apprehension of all the aspects of the management; quality products; a strong and coherent image, often in close cultural connotation with the luxurious lifestyle; accessibility to a certain segment of the society; ceaselessly renewed creativity; a perfectly chosen, controlled and managed distribution

After the year 2009 with figures announced as almost "flat ", the French market of perfumes and cosmetics recovered positive growth in 2010 and reached 7 billion euros. On the market of perfume, the selective perfume shop maintains a situation of near monopoly. The market is concentrated, just like the distribution which became professionalized about fifteen years ago, to give birth to international groups. Several actors proceeded to restructuring their portfolios, to transfers and acquisitions with the aim of strategic repositioning. At the same time, the behavior of the consumers evolved.

Regarding the geographical level, if the Western Europe, North America and Japan still represent the main part of sales, these markets are mature. In opposition, the Eastern Europe, the Latin America and Asia (except Japan) develop very quickly. Among emerging markets, three appear in the top 10 today: Brazil, China and Russia;

With a world market representing 112 billion dollars in turnover in 2010 among which 72 billion result from 11 world leaders, the sector of luxury perfumes and cosmetics has a consequent weight in the world economy supported by the dynamics of essential actors.

Extraits

[...] First of all the consumption of the goods makes us belong to a group and that is essential in Asia, the refusal is a real fear. The membership in a group is then lived as the supreme satisfaction. It is then necessary to be in compliance with the group. The fact of distinguishing itself exists only with regard to another group, it is badly seen to distinguish itself individually from the others. The Asian customer attaches a big importance to the brand and is very faithful to it, he will easily be influenced by opinion leaders. [...]

[...] To facilitate the recognition of organic products to the consumers, some labels were created: ( Agriqualility, Ecocert, Nature & progress, USDA, BDIH, ) 2. STRATEGIC PROPOSAL Louis Vuitton is a luxury brand widely known for its leather goods, watches, sun glasses, The goal is to launch a creative concept of perfume that offers the possibility to create its own perfume from six different fragrances. Our main competitors on the perfume market will be Lancôme, Chanel or Yves Saint-Laurent but we haven't a direct competitor for our type of product. [...]

[...] Gross Turnover: This is simply the result obtained by the selling of the fragrance. (Turnover = Selling price * number of product sold We are expecting to sell approximately 10,000 “fragrance case” per year. Our turnover will be: Turnover = 10,000 * 115 = 1,150,000 Euros B. Estimation of the raw material cost The product is mainly composed of: - A main bottle with some garniture : 12 Euros - 6 different small bottle of essential oil: yet possible to determine the price the essence. [...]

[...] These events would gather a large amount of people and we would give a lot of gifts as bag and goodies from our brand. European launching will be held simultaneously in the main capital cities. - Income of celebrities: from to the presence of celebrities have a cost. Especially in our video clip which would move along the world. We want to have at least five famous women FINANCIAL EQUATION As described in the section “product mix our fragrance is not declined into 2 different models. We have decided to only produce a single model. A. [...]

[...] “Shalimar” by Guerlain - Givenchy: From their creation, Givenchy perfume has been known on a mystique history. by Givenchy - Kenzo : This brand was created in 1988 with a first fragrance under the name sent beau”. “Flowers” by Kenzo - Acqua Di Parma: Established in 1916 in Parma, this company proposed, originally an eau de Cologne intended to perfume the handkerchiefs of the elegant men. “Essenza” by Acqua Di Parma - Loewe: It is in 1972 that the famous brand from Madrid of leather store and ready-to-wear clothing launches its first woman perfume of Loewe. [...]